購物價值對於行動購物消費者行為意圖的影響

The Influence of Shopping Values on Consumers’ Behavioral Intention on M-shopping

劉思廷(Szu-Ting Liu)

指導教授 ： 徐碧霙 ； 陳文國

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2014年)

摘要

隨著行動商務服務的成長，許多人開始依賴行動裝置，並且希望能透過行動裝置使購物過程變得更加輕鬆、更加愉快。另外，不同的購物管道會有不同的購物行為，不同的消費者族群會有不同的決策模式。因此，本研究透過享樂與功利價值來探討消費者對於行動購物APP的再購意圖，並結合了知覺有用性、知覺易用性、行動頁面品質﹝安全、下載延遲、視覺吸引力和適航性﹞、品牌意識、價格意識與個人喜好來瞭解產生購物價值的因素。此外，本研究還瞭解了行動購物使用者的個人特徵和使用行動購物APP的頻率。在問卷的發放中，共有302份有效問卷，而研究結果不僅為往後的研究帶來了一些建議，更為業者針對開發行動購物APP提供建議。

關鍵字

功利價值 ； 行動購物APP ； 享樂價值

並列摘要

As the popularity of m-commerce services has grown, many people rely on mobile devices, and want to make the shopping experience easier and more pleasurable via using mobile devices. In addition, different channel has different shopping mode, and different consumer groups have different decision-making mode. Therefore, this study integrates perceived usefulness, perceived ease of use, mobile page quality (security, download delay, visual appeal, and navigability), consciousness (brand and price) and personal affinity via hedonic and utilitarian values to explore consumers’ repurchase intention of mobile shopping APPs. And this study attempts to understand user's personal characteristics and frequency of using mobile shopping APPs. 302 participants were recruited to conduct this study. Results bring out some suggestions for future research, and provide the attractive layout of mobile shopping APPs for the vendors.

並列關鍵字

utilitarian values ； mobile shopping APP ； hedonic values

參考文獻

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